How To Make Ads People Actually Want To Watch with Thierry Denis, Co-Founder @ OCKHAM

Описание: In this episode of the State of Streaming podcast, host Tim Rowe welcomes Thierry Denis (www.thierrydenis.com), commercial director and co-founder of OCKHAM (ockham.tv). Thierry is an expert in creating lean-in moments, specializing in high-converting comedy for major brands like Manscaped (manscaped.com) and Shady Rays (shadyrays.com).

The discussion centers on the details, how a boutique production team uses cinematic tropes, clever practical effects, and psychological cues to turn a 30-second interruption into a memorable brand experience. Thierry pulls back the curtain on how they achieve a high-end Hollywood look on a budget, proving that a great idea executed with precision beats a massive budget every time.

Three key takeaways from this masterclass in creative advertising:

The Power of the "Micro-Smile": Thierry explains that in the world of short-form ads, you are an intruder in the viewer's living room. Using humor to get even a small smile lowers the audience's guard, making them significantly more likely to remember the value proposition and take action.

Trope-Driven Storytelling: Because you only have 30 seconds, there isn’t time for deep character development. By leaning into stereotypical fever dreams, like the stern CIA director or the disaster-prone DIY homeowner, you provide the audience with instant context they already recognize from cinema.

Practical Creativity Over Big Budgets: From using a stylist’s backyard for a shoot to building a high-tech server room out of $500 Facebook Marketplace cages and foam board, Thierry shows that attention to detail and creative problem-solving are the true drivers of production value.

Episode Timestamps:

00:00 - Introduction to Comedy in Advertising: Why laughing leads to buying.
00:45 - Who is Ockham? Solving the problem of boring creative.
01:10 - The Importance of Specialized Commercial Directors vs. "a guy with a camera."
02:35 - The Challenge of Short-Form Content: Selling a world in 30 seconds.
04:28 - Case Study: Manscaped's Unique Approach to sensitive subject matter.
05:55 - Analyzing the Manscaped Commercial: Personalizing the "jewel pouch."
06:55 - Execution and Details: The physical "cocoon" used to film the spot.
09:52 - The Role of Comedy: Turning interruptions into entertainment.
10:40 - Case Study: Shady Rays' Spy Comedy.
11:30 - Creating a Hollywood Feel on a Budget: Lighting and set dressing.
15:00 - Behind the Scenes: Building a "CIA Control Room" in a San Diego conference room.
17:42 - Attention to Detail: Why subconscious cues make or break a spot.
18:02 - Subtle Character Details: The story of the "World’s Best Deputy Director" mug.
20:06 - Case Study: SmartAsset's DIY Pool Commercial.
20:58 - Logistical Challenges: Digging real holes and working with child actors.
24:15 - Thematic Elements: Creating the "Stereotypical Fever Dream."
24:57 - Conclusion and how to connect with Ockham.

Connect with Thierry Denis here:

Website: ockham.tv
LinkedIn: www.linkedin.com/in/thierrydenisheliumfilms/

Commercials shown:
https://www.thierrydenis.com/shadyray...
https://www.thierrydenis.com/2023/1/3...